Newspapers are losing working mothers and time-pressed single women even faster than they are losing readers overall. Adult newspaper readership has dwindled from more than 80% of the total audience in 1964 to 49.9% last year, according to Scarborough Research and the Newspaper Association of America (NAA). But in 1964, only about 2% fewer women read newspapers than men. That gap stood at nearly 5% in 2006, with readership among men being 52.3% and women 47.6%. This gender gap is not just a U.S. problem, but shows up in nearly every nation, the World Association of Newspapers reported last year.

While I would dearly love to pick apart the numbers (a 3 percent gender-gap increase in 42 years … stop the presses!), I just don’t have time. I skimmed the article because, well, apparently I’m a “habitual skimmer.”

Some of the most powerful themes for women are the health and wellness of their children. Women are “habitual skimmers,” so stories should be short to attract female readers, says Skoloda. Research shows they like brief and bulleted formats, but they also want personal stories. “USA Today certainly has a format that has been very appealing to women,” she adds. Another favorite: The Wall Street Journal’s “Weekend Journal.”

So keep the stories short, bub. Hey, here’s an idea. Why not make everything pink? I hear girls love pink.